At its core, the campaign challenges "legacy thinking," the belief that the past defines the future, and instead celebrates the barrier-breaking spirit of those forging their own path, on their own terms
Reflective of the community that surrounds it, Genesis reframed the SUV's design for drivers seeking a fun-to-drive everyday vehicle that still delivers the space, versatility and confidence of a larger vehicle

FOUNTAIN VALLEY, Calif., May 7, 2026 /PRNewswire/ -- Genesis, in partnership with multicultural agency Dieste, today unveiled "El Lujo Está en Ti" ("Your Purpose is the Ultimate Luxury"), the brand's first culturally-centered campaign developed specifically for Hispanic consumers.

The campaign marks a major milestone for Genesis, introducing a dedicated creative platform designed specifically for the Hispanic market and grounded in deep cultural insight. Genesis customers are not defined by outward status, but by the quiet confidence that comes from earned success, while remaining deeply rooted in one's values, family and cultural identity.

"At Genesis, tailoring the purchase and ownership experience to customers' needs is at the core of our hospitality ethos." said Amy Marentic, chief marketing officer of Genesis Motor America. "The Hispanic community in the United States represents an important audience for our brand. Crafting a bespoke, culturally relevant campaign in Spanish is aimed at welcoming Hispanic Americans into our brand as honored guests."

At the center of the creative is the Genesis GV70, which embodies the brand's Athletic Elegance design philosophy, combining bold exterior proportions with a refined interior. GV70 is designed for drivers seeking a fun-to-drive everyday vehicle that delivers the space, versatility and confidence of an SUV.

"Our goal for 'El Lujo Está en Ti' was to create a film that leads with emotion and real cultural fluency," said Abe Garcia, chief creative officer, Dieste. "Genesis isn't just changing what elevated driving looks like, it's changing how it feels. This work is meant to inspire, tapping into a kind of effortless confidence where design and performance speak for themselves in a way that feels real and like something people can actually see themselves in."

The integrated campaign includes 30- and 15-second spots in both English and Spanish, airing during tentpole moments including the NBA Playoffs and Finals, FIFA World Cup coverage and MLS matches. The campaign will run across key regional markets including Phoenix, Los Angeles, Miami, San Diego and New York, with a dedicated Miami-specific spot inspired by Cuban and Caribbean cultural influences.

Additional activations span social, audio and CRM, with targeted content across Meta and Instagram Stories designed to engage Hispanic audiences through culturally resonant storytelling and product-focused lifestyle moments. Radio and display executions will launch later in the campaign window.

Consumers can experience "El Lujo Está en Ti" online at www.genesis.com. For more information on Genesis, GV70, and the brand's full lineup of vehicles, customers should contact their local Genesis retailer.

About Genesis Motor North America

Genesis is a new global automotive brand that delivers the highest standards of design, safety, refined performance, and innovation while looking towards a more sustainable future. Drawing from its cultural heritage and distinctly Korean hospitality, Genesis crafts experiences focused on customers as "Son-nim", or honored guests.

Genesis Motor North America offers a growing range of award-winning SUV, sedan, and electric models through its network of more than 190 independent U.S. retailers, in addition to its more than 30 Canadian agency distributors. Genesis now counts more than 100 standalone retail facilities across the North American region, with dozens more in development. Consumers can discover the brand through its many retail points, at Genesis House, the brand's flagship space in New York City, or online at www.genesis.com.

Please visit our media site for the latest news at www.genesisnewsusa.com (United States) and www.genesisnews.ca (Canada).

About Dieste

Dieste, Inc. is a Dallas, Los Angeles and New York-based company, pioneering the future of how brands and cultures connect. We believe the greatest value we can bring to clients is relevance. Dieste has won multiple Cannes Lions for their work and has been named numerous times to Ad Age's "A-list," "Agency to Watch" and "Multicultural Agency of the Year." Dieste is part of Omnicom's (NYSE:OMC) Advertising Collective network.

Credits

Agency Dieste:

Abe Garcia - Chief Creative Officer

Beatrice Sagaria Rossi - Group Account Director

Valentina Sulbaran - Group Creative Director

Dario Campos - Creative Director

David Chavez - Associate Creative Director

Luis Martinez - Sr. Art Director

Andres Pedraza-Creative Director

Miguel Giraldo-Sr. Copywriter

Keni Mezarina- Associate Creative Director

Alex Castro - Account Supervisor

Scott Gassert - Executive Director of Media Strategy Media Buying/Planning

Omnicom Production:

John Costello - Executive Producer

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SOURCE Genesis Motor America

GENESIS LAUNCHES FIRST-EVER HISPANIC CAMPAIGN: "EL LUJO ESTÁ EN TI"